It's fairly standard in the industry now for "deluxe editions" of games to come with things like digital artbooks, the OST, and fluff stuff, all for a small markup (usually about $10 USD). The only differences here are that it was added after launch, and it's free for everyone who already owned the game. Since this is exactly how this DLC is being marketed, you're saying they should fire their employees for following a standard practice in the industry. Find something real to complain about, 'cause this ain't it, chief.